Vicious Biscuit Franchise to Open in Greenville, North
A multi-brand restaurant group has signed a lease for the first Vicious Biscuit franchise in North Carolina, with a planned opening in late 2026.
The Vicious Biscuit franchise system is expanding into Greenville, North Carolina. A new 3,000-square-foot restaurant is slated to open at 3030 S. Evans St. In late 2026.
The location will be operated by Gravy Crew, LLC, a group led by Chris Carnes, Ben Fields, and operating partner Jonah Greenup. This trio already runs 11 Zaxby's and six Chicken Salad Chick restaurants. The Greenville site will be Vicious Biscuit's first franchised outlet in North Carolina, joining corporate-owned locations in Boone, Charlotte, and Wilmington.
The Franchise Partnership
The partnership brings together three operators with nearly two decades of shared history. Chris Carnes started in the restaurant business with Zaxby's in 2001. Ben Fields, who previously worked on Zaxby's corporate side, joined him in 2008. Jonah Greenup also began with the group that year, rising from a team member to a partner when the group added Chicken Salad Chick to its portfolio.
Carnes was not actively seeking a new concept but had noticed Vicious Biscuit for years. He first saw it featured on national television. Later, while driving to visit his son at Appalachian State University, he repeatedly passed the Boone location and observed the crowds.
"I had probably passed it a dozen times and there were always people standing outside," Carnes told QSR Magazine. He finally visited when there was no line. "I was expecting more of a mom-and-pop biscuit place, but as soon as I walked in, I realized this was a real concept."
Growth Potential and Brand Appeal
That visit made Carnes consider Vicious Biscuit as a growth opportunity. He drew parallels to his early days with Zaxby's. "When I got into Zaxby’s more than 20 years ago, it was still early, and I saw what that could become," Carnes said. He decided not to let a similar opportunity pass him by.
The leadership team at Vicious Biscuit was another key factor. After meeting co-founder and CEO George McLaughlin, Carnes felt the emerging brand had established infrastructure. "For an emerging brand, it feels very established," Carnes noted. He appreciated that the support system resembled that of a larger franchise.
The operating model also attracted the group. Vicious Biscuit restaurants typically operate on a single shift and close at 2:30 p.m. This schedule offers a different work environment from traditional full-day restaurants.
Strategic Expansion Plans
The group has initially signed for one restaurant. This allows them to learn the system before planning further growth. If the Greenville location performs well, the partners see potential for more Vicious Biscuit restaurants in Eastern North Carolina.
For Vicious Biscuit's leadership, adding experienced operators is a core part of their franchise strategy. CEO George McLaughlin emphasized the value of the new partners' experience. "Chris, Ben and Jonah understand what it takes to operate restaurants at scale, build teams and grow within a franchise system," McLaughlin said. He added that Greenville is a strong market the group knows well.
Current Brand Footprint
Vicious Biscuit was founded in Charleston, South Carolina. The company is building its franchise program as it expands beyond corporate-owned stores. The brand's current footprint includes a mix of corporate and franchise locations.
The company is actively seeking multi-unit operators to join its franchise system. The Greenville opening, scheduled for late 2026, represents the next step in that growth.
